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The future ishere
FranciscoGracioso
page 28
The author reveals some surprising
facts about the ratio between total
volume of marketing
communications and the declining
share of advertising in Brazil.
According to his own research,
marketing communications
received investments of more than
R$ 6 billion, in 2004, and – of the
total – advertising represented not
more than 20%. The balance was
invested in sales promotion &
merchandising, various events &
sports, internet, relationship
marketing, etc. Even if advertising
does not disappear altogether, it
will tendmore andmore to be
used to solve specific problems,
whereas the big retail groups –
called “cathedrals of
consumption” by the author – go
well beyond being mere points of
purchase and will become centers
of brand-irradiation.
The futureofmedia
in convergence
NELSONSIROTSKY
page36
The author deals with the current
dilema of traditional media before
the coming changes in technology.
Newspapers will survive to the extent
that theymanage to remain adequate
to their readers’ interest, even if
electronicmedia becomes more
mobile. Something big will happen,
inBrazil, with the introductionof
digital TV. Themediumwill remain
number one inmass communication
if the newmodel allows for free and
openTVwith quality.
Radio may see a revival with
digitalization. But it is in the
convergence of media that lies the
future – inevitably so, with the
passage from the analogic to the
digital universe. The moment is
just around the corner, when every
content may adapt to every
medium, and the current platforms
(TV. radio, internet, satellite,
cable, etc.) will be able to receive
contents simultaneously from
several sources.
Thehare
and the tortoise
RICARDOZAGALLOCAMARGO
page 48
Taking a ride in Aesop’s fable, the
author ponders about media and
the consumer of the future,
presenting an ever-changing
technological scenery, where the
hare and the tortoise dispute
market space.
The high-tech hare is all for
technology; but the tortoise
maintains that animals will always
remain the same. The article
points to a possible conclusion,
stating that what is decided
without the participation of the
envolved parties tends to be
rejected – and that there may be
other ways of bringing together
people and things.
It ends with a listing of sources
used to build the fable, especially
the papers and conferences which
were presented at the 1st ESPM
Meeting of Marketing
Communications, held in
November 2005, and promoted by
its the Center for High Studies in
Advertising and Marketing. All
these are available at
.
The inevitable
marriageofmediaand
technology
ANTONIOROSANETO
page56
Digitalization is opening a new
shining path for media and
advertising. Many nations have
managed to turn their goods and
services global, including banks.
Media will be next. Internet has
accelerated the process. Several
groups are preparing for this, and –
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